ANALISIS AJANG “HONDA BIKERS DAY 2018” SEBAGAI MAIN TOOLS DALAM BAURAN KOMUNIKASI PEMASARAN

doi:10.36782/jcs.v9i1.1898

ANALISIS AJANG “HONDA BIKERS DAY 2018” SEBAGAI MAIN TOOLS DALAM BAURAN KOMUNIKASI PEMASARAN

R. Aryo Nurdianto Wijoyo, Itca Istia Wahyuni

Abstract

This study aims to find out the "Honda Bikers Day 2018" event as a main tool in the marketing communication mix of PT Astra Honda Motor (AHM). The method used in this research is a descriptive qualitative case study. The "Honda Bikers Day 2018" event was held to maintain consumer loyalty. As the largest automotive company in Indonesia which has a high level of sales, this event is an AHM's effort to maintain its existence. This event that embraces the consumers’ community won the ‘Best of the Best Maintaining Loyalty Event’ in the annual Mix Magazine award, Indonesia Most Experiential Brand Activation 2018, proving its success in packaging the community-based marketing and loyalty event.

To cite this article (7^th APA style):

Wijoyo, R. A. N. & Wahyuni, I. I. (2019). Analisis Ajang “Honda Bikers Day 2018” sebagai Main Tools dalam Bauran Komunikasi Pemasaran [The Analysis of “Honda Bikers Day 2018” Event as Main Tools of Marketing Communication Mix]. Journal Communication Spectrum, 9(1), 30-41. http://dx.doi.org/10.36782/jcs.v9i1.1898

Keywords

Marketing Event; Brand Activation; Consumers’ Community; Consumer Loyalty; Automotive Company

References

Abdurrahman, N. H. (2015). Manajemen Strategi Pemasaran. Pustaka Setia

Hermawan, A. (2012). Komunikasi Pemasaran. Erlangga

Hoyle, L. H. (2006). Event Marketing. PPM

Kotler, P. & Armstrong, G. (2004). Principles of Marketing, Tenth Edition. Pearson Prentice Hall

Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pustaka Setia

Moleong, L. J. (2012). Metodologi Penelitian Kualitatif, Edisi Revisi. Remaja Rosdakarya

Rosdiana, P. (2018). Loyalitas Merek Komunitas Pendaki Gunung: Pengaruh Relasi Merek dan Identifikasi Komunitas melalui Mediasi Keterikatan dan Tekanan Normatif. Journal Communication Spectrum, 8(2), 208-231. http://dx.doi.org/10.36782/jcs.v8i2.1855

Salim, K. (2007). 5 Jurus Sukses Berbisnis Retail di Supermarket. Trans Media Pustaka

Sugiyono (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Alfabeta

Suryanto (2015). Pengantar Ilmu Komunikasi. Pustaka Setia

Setiawan, W. (2018). “Honda Bikers Day”. MIX Marketing & Communication (hal. 53). Edisi November-Desember 2018

Full Text: PDF